- Buy this item and get 90 days Free Amazon Music Unlimited. After purchase you will receive an email with further information. Offer valid for a limited time only. Terms and Conditions apply.” Learn more here.
Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company Hardcover – 21 March 2007
Special offers and product promotions
- Publisher : Financial Times/ Prentice Hall; 1st edition (21 March 2007)
- Language : English
- Hardcover : 336 pages
- ISBN-10 : 0132390752
- ISBN-13 : 978-0132390750
- Dimensions : 16.51 x 3.18 x 23.5 cm
- Customer Reviews:
Reviewed in 2007oct CHOICE.
Drawing on their combined expertise in marketing and business development, the authors (academics and business professionals) focus on the "entrepreneurial marketing techniques" that can turn a new venture into a success story. Having a good marketing plan is the key. In fact, say the authors, businesses should have multiple plans that target each constituency: customers, users, investors, suppliers, and employees. It is also critical to develop segmentation and positioning strategies: segmentation reveals who buys products, positioning tells why. In addition to examining the "marketing mix" elements (product, price, promotion, place), the authors provide advice on allocating marketing resources, building strong brands, and managing a sales force. Among the businesses cited are Victoria's Secret, Orvis, Priceline.com, and Franklin Electronic Publications. Orvis started out catering to the needs of fly-fishers, and used its customer knowledge and entrepreneurial marketing skills to build a $350 million outdoor products and clothing company. Summing Up: Recommended. Upper-division and graduate marketing and entrepreneur students, faculty, and practitioners. -- P. G. Kishel, Cypress College
About the Author
Leonard Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneurial marketing. He has consulted with clients ranging from Procter & Gamble and Anheuser-Busch to Tropicana and ConAgra.
Howard L. Morgan is Director and former Vice Chairman of Idealab, the pioneering internet incubator; and founder and partner in First Round Capital, an early stage venture capital firm. He has served as Professor of Decision Sciences at The Wharton School and Professor of Computer and Information Sciences at The Moore School of the University of Pennsylvania, and as Visiting Professor at the California Institute of Technology and Harvard Business School.
Shellye Archambeau is CEO of Metricstream, Inc., a recognized leader in compliance and governance. She previously served as CMO and EVP of Sales for Loudcloud, Inc., responsible for all global sales and marketing activities. There, she led Loudcloud’s transformation into an
enterprise-focused company while growing sales by 50 percent year over year. As President of Blockbuster, Inc.’s e-commerce division, she was recognized by Internet World as one of the nation’s Top 25 click and mortar executives.
Review this product
Top reviews from other countries
That said, I'm using the book in an Entrepreneurial Marketing course I'm teaching, though that is more a result of the lack of books addressing the topic as anything. I much preferred their original book -- it was less hype and more concrete stuff -- but it was written in 2001 and, obviously, the landscape has changed considerably since then.
Overall, a decent guide to the challenges of Entrepreneurial Marketing, but certainly not the definitive source on the topic.